Common Stereotypes of Men in Media English 10: Media Studies

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Common Stereotypes of Men in MediaEnglish
10 Media Studies
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Boys to Men Media Messages About Masculinity

• Various media analysts and researchers argue that
  media portrayals of male characters fall within a
  range of stereotypes.
• The report Boys to Men Media Messages About
  Masculinity, identifies the most popular
  stereotypes of male characters as the Joker, the
  Jock, the Strong Silent Type, the Big Shot and
  the Action Hero.

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The Joker

• The Joker is a very popular character with boys,
  perhaps because laughter is part of their own
  "mask of masculinity." A potential negative
  consequence of this stereotype is the assumption
  that boys and men should not be serious or
  emotional. However, researchers have also argued
  that humorous roles can be used to expand
  definitions of masculinity.
• Doritos Commercial
• Doritos 2
• Axe
• 5G
• Doritos 3

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The Joker
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The Jock

• The Jock is always willing to "compromise his own
  long-term health he must fight other men when
  necessary he must avoid being soft and he must
  be aggressive." By demonstrating his power and
  strength, the jock wins the approval of other men
  and the adoration of women.
• Snickers
• Gym
• Old Spice

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Jock
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The Strong Silent Type

• The Strong Silent Type focuses on "being in
  charge, acting decisively, containing emotion,
  and succeeding with women." This stereotype
  reinforces the assumption that men and boys
  should always be in control, and that talking
  about ones feelings is a sign of weakness.
• Rolex
• Lexus

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Strong/ Silent
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The Big Shot

• The Big Shot is defined by his professional
  status. He is the "epitome of success, embodying
  the characteristics and acquiring the possessions
  that society deems valuable." This stereotype
  suggests that a real man must be economically
  powerful and socially successful.
• Rolex
• Lexus

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Big Shot
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The Action Hero

• The Action Hero is "strong, but not necessarily
  silent. He is often angry. Above all, he is
  aggressive in the extreme and, increasingly over
  the past several decades, he engages in violent
  behaviour.
• Levis

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Action Hero
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What do you think?

• Stereotypes in Dove Commercial
• Based on the common male stereotypes in the
  media, which do you believe appeals most to each
  of the following markets and why?
• Teens
• 20 year olds
• 40 year olds
• 60 year olds
• Which appeals most to you?

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Now it is your Turn

• For each advertisement be prepared to
• Say which Ad Strategy is being used
• Say which Male Stereotype is being presented
• Discuss what stands out to you in the Ad
• Determine what target audience is